Running Head: PAMPERS Marketing Mix: Pampers Shawnna Burchfield Kaplan University MT 219-06 Marketing Mix: Pampers The purpose of this paper is to describe the marketing mix for Procter & Gamble’s (P & G) brand Pampers. Included are a background‚ marketing mix analysis‚ and recommendations for possible changes. First‚ Victor Mills developed Pampers in the 1950’s. While working for P & G as a chemical engineer he developed a better way of diapering his grandson. P & G adapted the idea and
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Diapers have always been a part of daily use. Even in ancient times‚ of course they weren’t as modern as now days. Diapers have been gradually evolving over time. There is not a definite place were diapers were first used‚ because everywhere mothers covered their children with whatever they had in hand. Documents show that babies from ancient times might have worn milkweed leaf wraps‚ animal skins‚ and other natural resources as types of diapers. Native American mothers and Inca mothers in South
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biggest competitor. The price of Huggies is between Pampers and Luvs‚ and with the same function of Luvs. Consumers were willing to pay more than Pampers to buy Huggies. Form consumer analysis‚ we find that consumers are sensitive to quality. Because there were many double-income families‚ consumers are afford to pay high price for diapers. To regain the status of market share‚ P&G repositioned Pampers as high price brand‚ and changed some marketing strategies. Pampers has repositioned its products
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strived to stay ahead of its main competitor‚ Proctor and Gamble (P&G). By the end of 1989‚ KC’s Huggies controlled 32% of the market share—the highest of any single product competing in the diaper market. Now facing significant financial constraints‚ the leader in personal care products endeavored to create product improvements that would hold market share and outperform Proctor and Gamble’s Pampers. External Analysis One political force affecting KC and the diaper industry is Congress and
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When Procter & Gamble set out to sell Pampers in China more than a decade ago‚ it faced a daunting marketing challenge: P&G didn’t just have to persuade parents that its diapers were the best. It had to persuade many of them that they needed diapers at all. The disposable diaper — a throwaway commodity in the West — just wasn’t part of the cultural norm in the Chinese nursery. Babies wore cloth diapers‚ or in many cases‚ no diaper at all. And that‚ says Bruce Brown‚ who’s in charge of P&G’s $2 billion
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manufactured paper‚ but over the years it began to branch out‚ broadening into the personal hygiene consumer products area to compete with companies like Procter & Gamble. In 1978‚Kimberly-Clark introduced what would become its top seller; Huggies disposable diapers. Huggies were an instant hit and soon became the nation’s number one diaper brand.Over the course of the next two decades‚Kimberly-Clark introduced Depends for adults and training pants for toddlers‚and acquired its competitor Scott Paper‚a
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Drypers Corporation National Television Advertising Campaign 1. Problem definition What are the questions to be decided? Drypers Corporation’s senior executives were discussing about spending 10 million dollars which will increase 33% in the company’s combined advertising and promotion budget on national television advertising in 1998. What are the objectives/goals? 1) Increase penetration of grocery outlets 2) Increase grocery penetration will help increase mass merchants see us in
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Bacolod City‚ 6100‚ Negros Occidental‚ 6100 (034) 434 2187 Product segmentation: A. Diapers for adults & babies 1) Diapers adults a.i) Attends a.ii) Tranquility a.iii) Prevail a.iv) Depend a.v) Tena 2) Diapers babies a.i) Pampers a.ii) Luvs a.iii) Huggies a.iv)
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OVERVIEW OF THE CASE Drpers Corporation is a producer and marketer of premium quality‚ valued-price disposable baby diapers and training pants sold under Drypers brand nama in the United States (U.S) and under other brand names internationally. The company also manufactures and sells lower=priced disposable diapers under other brand name such as Comfees in the U.S and internationally‚ as well. In addition to private-label diapers‚ training pants and premoistened baby wipes. In 1997‚ branded
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MARKETING MODULE ANSWER 1: ADVERTISEMENT ANALYSIS COKE: BELIEVE IN A HAPPIER TOMORROW 1) BASIS OF SEGMENTATION: GEOGRAPHICAL SEGMENTATION IS DONE ON THE BASIS OF URBAN AND SEMI URBAN AREAS. PSYCHOLOGICAL SEGMENTATION IS DONE ON THE BASIS OF AGE AND LIFESTYLE OF PEOPLE. 2) TARGET AUDIENCE: TARGET AUDIENCE IN THIS AD ARE MAINLY CHILDREN AND TEENAGERS. CHILDREN BECAUSE IT HAS LOTS OF TOYS LIKE TEDDY BEARS WHICH CHILDREN LOVE‚ IT ALSO AIMS AT ADULTS TOO TO BRING OUT THE CHILD IN THEM. 3) PERCEPTION
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